St Frock | Ultimo, Sydney | Full-Time, Senior Position

Lead the product vision. Create designs she loves. Build what’s next.

At St Frock, we believe the right outfit can change how a woman feels so we’re on a mission to help our customers feel beautiful and confident in what they wear.

We’re looking for an exceptional Head of Buying to lead our product vision and buying strategy and help shape our future at St Frock.

This is a senior, high-impact role for someone who deeply understands women’s fashion, knows what customers want before they know they want it, and has the commercial instinct to turn great product ideas into commercially successful ranges.

What you’ll be doingYou’ll own the product and buying strategy end-to-end, balancing customer insight, creativity, data and commercial performance to build ranges that excite our customer and deliver profitable growth.

Your Day-to-day:

- Develop and lead the overall product vision and buying strategy across St Frock, ensuring our ranges are differentiated, relevant and commercially compelling.
- Own all new product development and buying decisions, creating a strong pipeline of trend-right, commercially relevant newness across seasonal and in-season drops.
- Build ranges across our key customer needs and occasions, with particular strength across dresses, party, casual and workwear, including our plus-size customer.
- Champion and evolve our plus-size strategy, ensuring fit, grading, sizing, quality and product relevance are genuinely best-in-class.
- Use customer, product and performance data — alongside your own product instinct — to continually improve the range and make better buying decisions.
- Work closely with Planning to optimise assortment, depth, new buys, repeats, markdowns, margin and sell-through, with Gross Profit Dollars at the heart of decision making.
- Take ownership of reducing product-driven returns by identifying opportunities across fit, sizing, quality, fabric, design and functionality.
- Lead supplier relationships and negotiations,



including a strong focus on cost price, margin, quality, speed and supplier performance.
- Lead international sourcing and buying trips and identify new supplier opportunities across China, India and emerging sourcing markets such as Vietnam.
- Partner closely with Marketing to develop product stories, seasonal campaigns, capsule collections and weekly drops that bring the product to life and support customer engagement and conversion.
- Bring the product vision to life through compelling presentations and storytelling — including using AI to accelerate product development, trend forecasting, range planning and presentations.
- Lead, coach and proactively develop the Buying team, creating clarity, accountability, pace and a culture of high performance.
- Be a highly visible cross-functional leader, working closely with Planning, Marketing, E-commerce and Operations to ensure product strategy translates into great execution.

About youWe’re looking for someone who combines serious product instinct with robust commercial nous.

You’ll ideally bring:

- Significant buying experience within high-volume women’s e-commerce fashion.
- A deep appreciation of the St Frock customer and a genuine love of women's fashion.
- Strong experience buying high-SKU-volume ranges, particularly dresses, occasion, casual and/or plus-size.
- Proven experience working across international supplier markets including working with suppliers based in China or Chinese sourcing partners; having undertaken international sourcing trips.
- A strong understanding of fit, grading, sizing and product quality,



with a track record of using these insights to improve customer outcomes and reduce returns.
- A highly commercial mindset — you love product, but understand the numbers behind it and are comfortable making decisions based on both instinct and data.
- Strong experience partnering with Planning and Marketing and embracing healthy, data-led challenges rather than siloed buying insights.
- A genuine and proven interest in social media, trends and how product connects with marketing and customer storytelling.
- Curious and confident adopter of technology and AI, using these tools practically to enhance creativity, improve speed and support better decision-making.
- The leadership capability to build and develop a high-performing team and bring people with you behind a clear product vision.

How we workAt St Frock:

- Customer and product come first. We want someone who genuinely understands our woman and is obsessed with getting the product right.
- Instinct and data work together. We value strong product instinct, but every decision needs to make commercial sense.
- Speed matters. We move quickly, take ownership and act on opportunities.
- We trade the business together. Product, Planning, Marketing and E-commerce are closely connected, and we work collaboratively to deliver results.

Why St Frock?You’ll work closely with an energetic, highly engaged Founder/CEO who is deeply passionate about creating gorgeous clothing that makes women feel amazing, while also investing heavily in leadership, personal growth and team culture. You’ll have the opportunity to make a genuine mark on the product direction of a growing fashion business, lead a talented Buying team, work across an exciting international supplier base and help shape a brand that is deeply connected to its customer.

If you’re a commercially-minded fashion leader with exceptional product instinct, a strong understanding of women’s fashion and the ambition to build something bigger, we’d love to hear from you.

📌 Head of Buying (Sydney)
🏢 St Frock
📍 Sydney